LightID™ is a unique, persistent, and anonymous identifier designed to facilitate the connection of user data across different devices and platforms while maintaining privacy. It replaces traditional cookie-based identifiers, which are becoming less effective due to increasing privacy regulations and changes in browser policies.

LightID™ helps businesses to create a unified view of their customers without compromising user privacy. This identifier is used to enhance marketing efforts, improve customer targeting, and measure campaign performance across multiple channels.

Trained by The Newco using Fantix's federated machine learning infrastructure and data partners, LightID™ is a probabilistic model capable of identifying anonymous visitors, boosting addressability to above 90%.